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Sirius XM Sports Nation (Photo credit: Wikipedia)

On Tuesday, Sirius XM announced that Toyota will make the satellite radio giant available in its entire vehicle line-up. Toyota drivers will now enjoy Sirius XM’s service as a standard in the dashboard. This is regardless of whether or not the vehicle already comes equipped with Toyota’s Entune system.

For many Toyota vehicle body types, this is the first time Sirius XM will become available as a standard feature. On the announcement, Steve Cook, Executive Vice President and General Manager, Sales and Automotive at Sirius XM offered this:

"Toyota's significant increase in the availability of SiriusXM on its new multimedia system shows its commitment to giving customers technology that makes driving a Toyota vehicle even more enjoyable. Satellite radio is easy to use and according to a national survey it is a top feature for customers buying vehicles with new multi-media systems. We are proud that Toyota sees value in making the world's best audio entertainment available to even more of its customers."

This means that Sirius XM is now fully exposed to one of the highest selling auto brands in the world, which means that in the coming quarters, the company should be able to generate more revenue and profits. Meanwhile, this puts a damper on rivals such as Pandora who was beginning to gain traction in the auto. Sirius is now able to widen its lead.

On the other hand, it remains to be seen what Apple plans to do when it unveils its own audio streaming service – presumably later this month. Then again, as far as content is concerned even Apple will find it difficult to rival Sirius. All of this points to one question however – why in the heck is Liberty Media still waiting to do what every investor knows it’s going to do?

In mid-afternoon trading, shares of Sirius XM were up 1 cent to $3.10 on just 30 million shares exchanging hands.